CUSTOMER EXPERIENCE MANAGEMENT - 2026/7

Module Overview

For many companies, customer experience is central to maintain a source of competitive differentiation in an ever-increasing economy shaped by constrained resources and competing strategic priorities. Encounters and touchpoints shape consumer expectations, perceptions, evaluations, and emotional responses toward the brand. While satisfactory experiences drive long-term customer retention and loyalty, unsatisfactory ones can have repercussions for companies in terms of delivery, profitability and market share. This module provides an in-depth understanding and knowledge of customer experience management and service principles destined to advance knowledge on the challenges and opportunities relating to creating exceptional customer journeys and relationships. It also explores the transformative role of digital technologies, the principles of building responsible and sustainable organisations, as well as the strategic management of effective experience design. 

Through a combination of theoretical principles and applied learning, students will analyse real-world case studies, use practical tools and apply consultancy-based principles to develop critical thinking, analytical skills and make impactful decisions. By the end of the module, students will have acquired the knowledge and hands-on skills needed to design and manage superior experiences, harness digital technologies in designing journeys, and build responsible organisations.

Module provider

Surrey Business School

Module Leader

ABBOUD Liliane (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 6

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites

N/A

Module content

Indicative content includes:

• Foundations of experience economy
• Customer experience, engagement and value
• Customer personas 
• Customer journey mapping 
• Complaint management and customer retention
• Customer-centric organisational culture 
• Customer relationship management 
• Experience metrics and service performance evaluation
• AI-driven personalisation and consumer decision-making
• Responsible and inclusive organisations
• Sustainable customer experience and managerial implications

Assessment pattern

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is aimed at allowing students to gradually build up their knowledge and understanding of customer experience management. It is designed to allow students to evidence their achievement of the learning outcomes. For each assessment component, students will be working in a consultant mindset by applying marketing principles to real-world companies. Managerial strategic implications need to be provided to show how a company can improve its customer experience and engagement elements, with supporting evidence from theory and research in the relevant field. Assessments support students to achieve all module learning outcomes. 

Thus, the summative assessment for this module consists of:

• Presentation (addresses learning outcomes 1, 2, 3, 5) 
• Report (addresses learning outcomes 2, 3 and 4)

Formative assessment is delivered throughout the module as students engage with a range of learning activities. Students will be encouraged to reflect on their learning to take this forward into their summative assessments.

Students will receive written feedback on their summative assessment as detailed by the Code of Practice for Assessment and Feedback. An overview report will be shared with the cohort to highlight key metrics and themes found in the marking and feedback process.

Module aims

• To provide knowledge on underlying principles, theories and frameworks relating to customer experience, relationships and service management.
• To employ diverse practical techniques to design and monitor exceptional customer experiences and journeys, critically assess the role of AI technologies, build responsible organisations and promote value.
• This module enables students, as future leaders, to synthesize and apply principles of customer experience to navigate complex marketing environments and make impactful customer-centric strategic decisions.

Learning outcomes

Methods of Teaching / Learning

The learning and teaching strategy is designed to introduce customer experience management principles and discuss the application of those principles in real-world scenarios. Development of subject-specific and cognitive skills are introduced in lectures and further developed through suggested reading and consolidated using case study material and other examples. 

The learning and teaching methods include lectures and interactive seminars focused on developing a comprehensive understanding of the topic area and ensuring that students can apply learned concepts to practice. To achieve this goal, a mixture of case studies and activities will be used. Preparation and active participation in class will be expected.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MAN3258

Other information

Surrey Business School is committed to developing graduates with strengths in Employability, Digital Capabilities, Global and Cultural Capabilities, Sustainability, and Resourcefulness and Resilience. This module is designed to allow students to develop knowledge, skills, and capabilities in the following areas:

Digital capabilities: This module equips students with practical tools, including AI-enabled technologies, to evaluate the customer journey, build meaningful relationships with target customers, and ultimately enhance the customer experience. The module focuses on the role of emerging technologies and how to leverage digital tools for competitive advantage and customer relationship management systems. 

Employability: Through real-world case studies and practical assessments, students develop critical thinking, analytical, and problem-solving abilities highly valued by employers. This module equips students with both theoretical knowledge and practical techniques to analyse customer journeys and build strong relationships with target customers, and ultimately successfully manage the customer experience. The assessments mirror industry practice, preparing students to assess marketing challenges, propose data-driven strategies, and present actionable insights. 

Global and cultural capabilities: This module integrates international case studies, cross-cultural consumer behaviour analysis, and ethical considerations in responsible organisations. The module advances the understanding of how cultural factors shape customer experiences and quality perceptions. Through collaborative discussions and assignments, students develop cultural intelligence. The emphasis on responsible and ethical organizations ensures that students are prepared to lead in multicultural environments, fostering inclusive, customer-centric experiences.

Resourcefulness and Resilience: This module cultivates students¿ adaptability, innovation and resilience by challenging them to navigate complex environments, manage customer experiences, and address customer feedback through strategic recovery approaches. Through problem-based learning and case study analysis, students develop the ability to tackle ambiguous challenges and implement creative solutions individually and as a team. 

Sustainability: This module addresses the role of transformative services and the principles of building responsible and sustainable organisations for a better future. It also provides knowledge on the impact of business activities and technologies on the environment, society and people. In doing so, students will be able to understand and critically assess the role of marketing in promoting sustainability and develop strategies accordingly.

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2026/7 academic year.